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We built a digital community around the Impossible brand through events in New York, San Francisco, Austin, Detroit. Within these markets, we built a network of influencers and editors in key markets to drive messaging, brand awareness and PR. In Detroit, Sunset Studios transformed the oldest bowling alley in America into an Impossible haven where attendees could be the first to try our new burger. We also developed a strategy to integrate the Impossible Burger at key cultural moments such as New York Fashion Week with Opening Ceremony and launched their partnership with White Castle with an in-store event featuring a live performance by Ghostface Killah.